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Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

Abstract : This exploratory study aims to provide an explanation for the brakes to the adoption of toy-packaging targeting children and may be related to age and gender. In the light of 21 semi-structured interviews with children, we propose to identify the characteristics able to generate a targeting error and subsequently a negative affective response to the brand.
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Conference papers
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02022310
Contributor : Joël Brée <>
Submitted on : Sunday, February 17, 2019 - 5:55:34 PM
Last modification on : Thursday, June 6, 2019 - 4:42:40 PM

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  • HAL Id : hal-02022310, version 1

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Manel Mzoughi, Joël Bree. Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children. 21st International Conference on Corporate and Marketing Communications, Apr 2016, London, United Kingdom. ⟨hal-02022310⟩

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